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Journals / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2025 / Cilt: 25 Sayı: 2

Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks

Etkili Bir Konuşmanın Anahtarı Hikaye Anlatıcılığı Mı? En Çok İzlenen TED Konuşmaları Üzerine Bir Analiz

Selvinaz Yoltay
Ayşen Temel Enginli
Pages
173–194
Publication Date
2025-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Human beings are social beings who want to share their feelings and thoughts with other people.
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Key Findings & Data:The sample of the study is 10 TED talks selected from among the 40 most watched TED talks to date using purposive sampling.
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Conclusion & Impact:In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:hikaye anlatıcılığı · TED konuşmaları · içerik analizi

Abstract

Human beings are social beings who want to share their feelings and thoughts with other people. The power of stories to communicate with other people and make life meaningful began centuries ago and continues to show itself in every aspect of life today. The human need to understand and explain has given rise to story-telling. Storytelling appears in many fields, from marketing to sociology, from politics to art. Speakers who want to share their experiences and life experiences often try to make their speeches more effective by resorting to storytelling. With the development of the digital world, individuals now use online environments to address communities. However, not every individual who has the opportunity to become a speaker in the online world has the power to influence communities. Within the scope of this study, the relationship between an effective speech and storytelling is examined. The sample of the study is 10 TED talks selected from among the 40 most watched TED talks to date using purposive sampling. Verbal, non-verbal and written data in the conversations in the selected sample were analyzed by qualitative and quantitative content analysis method. In line with the data obtained, it was seen that the factor that makes a speech successful is storytelling, and all speakers predominantly used frame story, flashback, background, narrative hook, and story-within-a-story methods. In addition, it was determined that all speakers used eye contact and gestures effectively in terms of non-verbal communication.

Özet

İnsan, duygu ve düşüncelerini diğer insanlar ile paylaşmayı isteyen sosyal bir varlıktır. Hikâyelerin diğer insanlarla iletişim kurma ve hayatı anlamlı kılma gücü, yüzyıllar öncesinde başlamış olup günümüzde de yaşamın her alanında kendisini göstermeye devam etmektedir. İnsanın anlama ve anlatma ihtiyacı, hikâye anlatıcılığını ortaya çıkarmıştır. Hikâye anlatıcılığı pazarlamadan sosyolojiye, siyasetten sanata pek çok alanda karşımıza çıkmaktadır. Deneyimlerini ve yaşam tecrübelerini paylaşmak isteyen konuşmacılar, sıklıkla hikâye anlatıcılığına başvurarak konuşmalarını daha etkili kılmaya çalışmaktadır. Dijital dünyanın gelişimi ile artık bireyler topluluklara hitap edebilmek için çevrimiçi ortamlardan da yararlanmaktadır. Fakat çevrimiçi dünyada konuşmacı olma fırsatını elde eden her birey toplulukları etkileme gücüne sahip olamamaktadır. Bu çalışma kapsamında etkili bir konuşmanın hikâye anlatıcılığı ile ilişkisi incelenmektedir. Çalışmanın örneklemi amaçlı örneklem ile şimdiye kadar en çok izlenen 40 adet TED konuşması arasından belirlenen 10 adet TED konuşmasıdır. Seçilen örneklemdeki konuşmalarda sözlü, sözsüz ve yazılı veriler nitel ve nicel içerik analizi yöntemi ile analiz edilmiştir. Elde edilen veriler doğrultusunda bir konuşmayı başarılı kılan faktörün hikâye anlatıcılığı olduğu, bunun yanı sıra tüm konuşmacıların çerçeve öykü, %ash- back, arka plan, anlatı kancası, hikâye içinde hikâye yöntemlerini ağırlıklı olarak kullandıkları görülmüştür. Ayrıca sözsüz iletişim açısından tüm konuşmacıların göz teması ve jestleri etkili kullandıkları belirlenmiştir.

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Cite This Article

Yoltay, S., Enginli, A. T. (2025). Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 25 Sayı: 2, 173–194. https://doi.org/10.18037/ausbd.1556072

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